By nature, in the Design Thinking approach, people are considered the core of the innovation process. The need for this kind of approach is due to the evolution that individuals have had, and still are having, as consumers with needs and desires.
Today people are looking for experiences that combine a sublime functional content with an equally rich emotional content, as evidence of the transition from the role of passive consumers to the one of active users. Therefore innovation rises from the latent needs of individuals, whether they are consumers of products, beneficiaries of services, or employees dealing with the processes of their organization.
This explains why Design Thinking is based on activities of needfinding (or rather the research of those needs that individuals do not yet know they have), and prototyping (the exploration of the problem, in a more or less tangible way, starting from the input captured in the previous analysis).